"American Eagle's marketing campaign featuring Sydney Sweeney highlights challenges in effectively communicating with a diverse audience, as backlash arises over perceived racist and sexual undertones."
"In the competitive back-to-school retail landscape, brands are focusing on cost, value, and social media engagement to connect with Gen Z and the upcoming Gen Alpha."
American Eagle is facing backlash for its back-to-school marketing campaign featuring Sydney Sweeney, which aimed for broad appeal but missed meaningful connections. The campaign, which included a wordplay slogan, has been criticized for promoting potentially racist ideals and having sexual undertones. Marketers are wrestling with how to resonate with budget-conscious consumers, particularly Gen Z and Gen Alpha, amid a challenging retail environment. Social media is increasingly important for driving both engagement and foot traffic as brands adapt to these dynamics.
Read at Fashion Dive
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